Intel Ushers in ‘A New Era of Computing’ with Ultrabook Campaign

‘Cinematic and Epic’ Marketing Campaign is Company’s Largest Since
2003

NEWS HIGHLIGHTS

New Ultrabook marketing campaign is Intel’s largest in nearly a decade.

Global campaign is aimed at marketing the Ultrabook experience in
exciting, innovative ways.

Initial TV commercials are set in the American Old West, ancient China
and medieval times.

April 04, 2012 11:00 AM Eastern Daylight Time

SANTA CLARA, Calif.--(BUSINESS WIRE)--Intel Corporation’s biggest marketing campaign in nearly a decade kicks
off this week with television commercials, online experiences and print
ads that the company is hailing as “cinematic and epic.”

The multi-faceted global campaign, called “A New Era of Computing,” is
aimed at marketing the Ultrabook experience in exciting and innovative
ways to consumers. Valued at hundreds of millions of dollars, the
campaign is the largest marketing spend for the company since launching
Intel® Centrino® in 2003.

“‘A New Era of Computing’ is going to be very different from what you’ve
seen from Intel in a long time,” said Kevin Sellers, vice president,
Sales and Marketing Group and director, Advertising and Digital
Marketing. “This is not a campaign where we’re talking about the
microprocessor or Intel the company. Instead, we’re giving a cinematic
and epic feel to how Intel-inspired Ultrabook systems are ushering in a
new era of computing and making everything else seem like ancient
history.”

Sellers was referring to the initial TV spots set in the American Old
West, ancient China and medieval times that humorously position PCs as
old-fashioned and Ultrabooks being, as the campaign theme suggests, “a
new era of computing.” The spots were directed by Daniel Kleinman, a
British TV commercial and music video director who also helmed the title
sequence for several James Bond movies.

“Desperado” debuts on American television on April 6 after a world
premiere through paid promotion on Twitter -- a U.S. first, according to
the online social networking service – two days earlier at twitter.com/intel.
A spin on the classic spaghetti western, “Desperado” takes place in a
saloon where late-19th century gunslingers frustrated by the
lack of performance of their clunky notebooks feel threatened by this 21st
century, Ultrabook-brandishing new kid in town. The spot highlights the
responsiveness and quickness of the Ultrabook.

“House of Flying Laptops,” highlighting Ultrabooks’ extended battery
life and a nod to such stylish martial arts films as “House of Flying
Daggers” and “Crouching Tiger, Hidden Dragon,” begins in an ancient
Chinese temple during the Ming Dynasty. Two traditionally dressed women,
each wielding a bulky, power-hungry laptop, engage in an epic battle
over a single available power outlet. Their attention quickly turns to a
modern woman sitting at a nearby table and working on her Ultrabook.

Set inside a medieval European castle and underscoring Ultrabooks’ small
form factor and high performance, “Round Table” shows a team of
less-than-enthused knights subjected to a slide presentation by their
king who is using an outmoded computer that can’t keep up. Relief comes
to the frustrated monarch when a woman suddenly enters the room with a
“mystical device” – an Ultrabook.

Each ad ends with a metaphoric twist as the original ancient setting
transforms to a modern-day one. A voiceover at the end says, “Suddenly,
everything else seems old-fashioned. Ultrabook. Inspired by Intel.”

Venables
Bell & Partners in San Francisco created the campaign. The
agency was also responsible for Intel’s successful and ongoing “Sponsors
of Tomorrow” brand campaign that launched in 2009. OMD
led global media planning of a campaign that includes TV, print,
outdoor, online and other advertisement placements, as well as in-store
and online retail campaigns.

While the debuts of the initial three commercials will be staggered
through May in the United States and abroad, a unique online experience
will allow consumers to interact with the spots starting in mid-April.
Visitors to intel.com/ultrabook
can create their own adventures through a series of decisions while
becoming educated on Ultrabook’s product features along the way. Interlude,
an Israeli-based technology company delivering unique interactive video
experiences, created this campaign element that is scheduled to launch
in the United States on April 13 and in 50 countries across 26 languages
by the end of April.

“We’re expanding the stories of the commercials, making them more
personalized, fun and sharable,” Sellers said.

“Nothing like this has been done on such an epic scale. We shot scenes
for the interactive experience as we were making the commercials in
Spain and China to ensure that what you see on TV and online will be
beautifully interwoven.”

The interactive element also will expose the creative to countries
outside where the TV spots will run, a working list that currently
includes Australia, Brazil, China, Germany, India, Russia, the United
Kingdom and the United States.

Print ads that debut on April 23 in initial markets poke fun at how
futuristic the Ultrabook is. One line reads, “Your great-grandkids just
called. They want their computer back.” Another reads, “So futuristic
it’ll even feel futuristic in the future.” Out-of-home billboards that
debut on April 23 also use humor to illustrate the speed and lightweight
nature of the Ultrabook with such copy as “Mastodons. Dodos. Bulky
laptops.” Retail campaigns encompass a range of executions, from
merchandising materials and in-store demos to online ads and training
for retail salespeople.

Intel (NASDAQ: INTC) is a world leader in computing innovation. The
company designs and builds the essential technologies that serve as the
foundation for the world's computing devices. Additional information
about Intel is available at newsroom.intel.com
and blogs.intel.com.

Intel, Ultrabook and the Intel logo are trademarks of Intel Corporation
in the United States and other countries.